To build an auto brand and dealership, one must target current brand owners as well as those who drive the competition. According to S&P Global Mobility data, Ford has a 59% loyalty rate, meaning nearly 6 in 10 customers returning to the market bought another Ford. Ford’s truck loyalty is even higher, with the 2025 J.D. Power U.S. Automotive Brand Loyalty Study ranking it highest for the fourth consecutive year at 67%. Given these impressive loyalty levels, it’s crucial for Ford Tier 1 and Tier 2 marketing and dealer media plans to reach current Ford owners. Just released data from Edison’s “Share of Ear,” the gold standard audio time use study, reveals the most listened to audio platforms among Ford drivers and competitive brands, highlighted in this week’s Cumulus Media | Westwood One Audio Active Group® blog.
- Reach future Ford buyers on the medium Ford drivers listen to most: AM/FM radio; Ford drivers spend an astonishing 81% of all in-car ad-supported audio time spent with AM/FM radio.
- Ford drivers’ AM/FM radio share is +5% larger than the U.S. average. In all locations, AM/FM radio has a 64% share of ad-supported audio. Among Ford drivers, AM/FM radio has an impressive 67% share of ad-supported audio in all locations.
- Ford can conquest drivers from competitive brands with AM/FM radio, which has an 83% share of all in-car ad-supported audio. To read the full blog post by Pierre Bouvard, Chief Insights Officer, Cumulus Media | Westwood One Audio Active Group®, visit: https://www.westwoodone.com/blog/2026/05/06/reach-future-ford-buyers-on-the-medium-ford-drivers-listen-to-most-am-fm-radio/.
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